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The product for the two respondents is Packaged Fruit Juices

Mr. Shakti Giri Mr. Siyaram Gupta

Age: 30 years Age: 27 years

Occupation: Job Occupation: Student

Key Insights

Purchaser:The two respondents were themselves the decision maker for the purchase of the

product

Decision Influencers:

It was found from the interview with the 2 respondents that their decision was mostly

influenced by peers, endorsement from both television and online.

Both had developed a loyalty for a particular category of juicespulpy fruit juices leading to

preferential purchase behavior. Also they preferred to consume fruit juices as compared tosoft drinks. We can conclude that the respondents are health conscious and prefered to

consume fresh hygienic drinks while making a beverage purchase. In case of non-availability

both opted for whatever was available at the shop instead of going from shop to shop.

Functions performed by fruit juices:

Both the respondents mentioned that their consumption had first begun at home during

sickness and parents suggestions but their continuance of purchase was due to the

psychological benefits of health, taste and refreshing drink.

Factors affecting the purchase:

During selecting a particular energy drink, the consumers considered the following factors.

These factors were brand popularity, nutritional content (health), refreshing, different

experience of pulp equivalent to consuming a raw fruit, online campaigns, availability, price,

peer acceptability. As per the respondents brand name was a major factor while product

selection as consumers were health conscious and concerned about freshness of product.

Peers also influenced the purchase decision.

Decision making:

Fruit juice types were the most important factor on fruit juice purchasing preference. Other

important factors were price level, food safety certificates and sugar additives. Seasonality

also influences the purchasing decision. Time is in this case not a foundation for the purchase

of these products. Respondents consume it generally in the morning and afternoons.

Alternate evaluation:

Respondents preferred brands having wide variety of flavors. They preferred to switch brands

to have same flavor but this can be accounted to the availability of products.

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Purchase Location:

Respondents preferred to purchase from nearby store. For them it was convenient. They can

search for 2-3 stores nearby for a particular band and flavor but if not available then they

switched to different brand and flavor. They dint purchase from the online as the purchase

was moreover impulse in nature. Even if they want to buy from online mode of delivery then

one of their concern was about the expiry / freshness of the products. Here we can conclude

that freshness was preferred over price of fruit juices.

Source of information

TV advertisements, online advertisements and friends were the most frequent and important

source of information for fruit juices. Print media impact was not significant. Both the

respondents were active on social media and believed that social media was also one of the

source of information. Both of them visit their preferred brand FB page for product variety.

Where to buy or what to buy

Dabur Real, Tropicana and Minute maid were their preferred brands. These are global brands

and were trial and tested by respondents. Both of them were indifferent to the location- malls,

small store, etc. For both of them the brand name was much more important.

New product acceptance

The respondents were eager to try and accept a new flavor. One of them recall that he tasted

Tropicana-Coconut Litchi flavor and mentioned that it is his most preferred flavor. For new

flavor the other respondents was brand conscious and liked to try the variety in his preferred

brand.